Inspiration & Challenge
To support the launch of L’Oréal Paris’ Age Perfect Golden Age Rosy-Oil Serum, a revitalising oil-serum for mature skin, we engaged ten Instagram influencers aged between 45 and 84. With backgrounds in beauty and lifestyle, the creators raised awareness of the Rosy-Oil Serum and educated their audiences on the benefits of the ingredients for mature skin. It was the first mature campaign L’Oréal Paris (Nordics market) had run.
Execution & Creativity
We curated a combination of high-quality Reels and static posts that used close-up skin shots and self-affirming words to showcase the product application and glowing skin results. The content positioned the Rosy-Oil Serum as the secret to keeping your glow going. Selected content also went live on brand channels, which is very unusual for the brand due to their highly curated brand feeds.
Thanks to impeccable influencer briefing and selection, the content was fresh, real, and relevant to the target audience.
FACTS & FIGURES
Markets
Results
L’Oréal Paris’ first-ever creator-led campaign for mature consumers made international headlines for its authentic representation of mature women using beauty products, including coverage in Adweek, Forbes, and Mobile Marketing Magazine.
Golden Age became the #1 franchise in DEC and L’Oréal achieved record-high market share. And Rosy Oil became #1 ranked serum in DK.
As a result of this campaign, L’Oréal Group is now working with mature creators across brand campaigns.
